本文選題：園林　切入點：BT　出處：《廣西大學》2013年碩士論文　論文類型：學位論文

【摘要】：柳州市政潤澤園林公司擁有城市園林綠化貳級,同時還具備市政資質、土石方資質、城市及道路照明等多方面資質。公司專業從事園林綠化和市政工程的施工,目前新增了花卉、苗木的生產和銷售這一塊業務。隨著我國城市化進程的推進,我國各大城市的建設規模逐步的擴大,人們對居住環境的越來越重視,園林綠化行業作為城市的美容師,迎來了一個大好的發展契機。但是,園林綠化行業的競爭日趨激烈,潤澤園林公司如何抓住行業發展的大好前景,如何在日益激烈的競爭中生存下來并壯大是一個嚴峻的挑戰。 本文運用了戰略管理及相關管理學方面的理論知識,對潤澤園林公司的戰略制定與實施進行深入及詳細的研究。首先,采用了IFE矩陣法定量分析了柳州市政潤澤園林公司的內部要素,并總結歸納了柳州市政潤澤園林公司的優勢與劣勢,認為潤澤園林公司存在已經通過多項資質認證、在園林工程方面施工經驗豐富、苗木資源優勢、財務狀況良好、成本控制能力強、公司規模相對較大的優勢,但同時也存在公司整體管理水平不高、公司凝聚力不夠、創新能力不足、市場營銷隊伍落后、市場占有率不高的劣勢。其次,運用G-PEST與波特五力模型分析方法,對潤澤園林公司的外部環境進行了系統分析,包括了目前所處的城市園林綠化行業的宏觀環境、行業的競爭環境,及行業發展的前景和規模,得出潤澤園林公司即將面臨著政府對環境建設重視、城市化進程的加快、十二五規劃中央進行第二輪西部大開發等機遇。然后,運用SWOT矩陣分析方法得到柳州市政潤澤園林公司未來采用的戰略系列,在此基礎上分析提煉出潤澤園林公司總體戰略方案為：立足西部地區市場,實施擴張戰略及一體化戰略相結合的西部戰略"WEIS"(Western expansion-integration strategy)。根據西部地區經濟社會的的現實狀況,采取"BT"(Build-Transfer)戰略為競爭戰略。最后,本文還根據公司的現狀和實際條件,針對未來面臨的經營風險和管理風險,采取了多方面措施來保障公司的總體戰略有效實施。 本文的研究結果對潤澤戰略的規劃起到直接指導的作用,研究的方法和思路也對企業戰略管理有著一定的重要意義,并對其他同行企業的戰略進行規劃也有著參考研究價值。
[Abstract]:Liuzhou municipal garden company has the second grade of urban landscaping, but also has municipal qualification, earthwork qualification, city and road lighting and other qualifications. The company specializes in landscape and municipal engineering construction, At present, the production and sale of flowers and seedlings have been added. With the development of urbanization in China, the construction scale of major cities in our country has gradually expanded, and people are paying more and more attention to the living environment. The landscaping industry, as a beautician in the city, ushered in a great opportunity for development. However, the competition in the landscaping industry is becoming increasingly fierce. How does Runze Garden Company grasp the great prospect of the development of the industry? How to survive and grow in the increasingly fierce competition is a severe challenge. This paper makes use of the theoretical knowledge of strategic management and related management to study the strategy formulation and implementation of Runze Garden Company in depth and in detail. First of all, The internal elements of Liuzhou Municipal Runze Garden Company are quantitatively analyzed by using IFE matrix method, and the advantages and disadvantages of Liuzhou Municipal Runze Garden Company are summarized. It is concluded that the existence of Runze Garden Company has passed many qualification certification. In the garden engineering aspect construction experience is rich, the seedling resources superiority, the financial condition is good, the cost control ability is strong, the company scale is relatively big superiority, but also exists the company overall management level is not high, the company cohesion is not enough, Lack of innovation ability, backward marketing team, low market share. Secondly, using G-PEST and Porter five-force model analysis method, the external environment of Runze Garden Company is systematically analyzed. Including the macro environment, the competition environment, and the prospect and scale of the development of the city landscaping industry, it is concluded that Runze Garden Company is about to face the attention of the government on the environmental construction and the acceleration of the urbanization process. The 12th Five-Year Plan Central Committee carried out the second round of western development and other opportunities. Then, by using the SWOT matrix analysis method, we obtained the strategic series of Liuzhou Municipal Runze Garden Company in the future. On this basis, the overall strategic plan of Runze Garden Company is analyzed and refined. The general strategy of Runze Garden Company is as follows: based on the western regional market, the western strategy "WEIS" which combines the expansion strategy with the integration strategy is carried out. According to the reality of the economic and social situation in the western region, Finally, according to the current situation and actual conditions of the company, according to the management risk and management risk in the future, various measures are taken to ensure the effective implementation of the overall strategy of the company. The results of this paper play a direct guiding role in the planning of Runze Strategy, and the research methods and ideas are also of great significance to the strategic management of enterprises, and also have reference research value to the strategic planning of other peer enterprises.
【學位授予單位】：廣西大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272;F426.92

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